Focus On Session: Unlocking the Potential of Video

October 06, 2011—3:30 pm

About the Session

Moving television advertising budgets into online video is not about duplicating the television model but exploring the unique capabilities video can offer. This session will be a discussion between two people leading the charge. Lori LeBas will discuss ESPN’s groundbreaking approach to bring television and video together for advertisers and consumers. Brian Edelman will talk about the use of creative storytelling through video is creating a new frontier of effective advertising.

Session Sponsored by Freewheel

About the Speakers

Lori LeBas, SVP Bus Operations, Sales and Marketing, ESPN

Lori LeBas was promoted to senior vice president, strategy & business operations for the company’s sales and marketing division in March 2006. In addition to her responsibilities in affiliate sales and marketing, she oversees the advertising sales operations team responsible for all post-sales processes for television, digital and magazine and billing. She provides financial support and oversight for affiliate sales and marketing and ad sales and operational support for research and marketing.

Prior to her current role, LeBas was senior vice president, affiliate operations and syndication sales overseeing ESPN syndication sales, and the overall operations management of Disney and ESPN Networks Affiliate Sales and Marketing. She was responsible for expenses, revenues, capital forecasts and budgets. She also worked in conjunction with ABC CNG Finance and ESPN Finance. Previously, LeBas was vice president, business planning and syndication sales, and was responsible for overseeing and developing ESPN’s network affiliation agreements, affiliate agreements for new products and services, forecast and budgeting, as well as management reporting, regulatory compliance and ESPN networks’ transport activity.

Brian Edelman, CEO and Founder, Crossborders

Brian Edelman founded content creation company Crossborders in 2003 upon graduation from Syracuse University’s S.I. Newhouse School of Public Communications. The New York City-based company specializes in providing innovative marketing solutions in new and emerging media platforms and has produced work for brands and organizations including Walmart, Subway, Hess, AstraZenca, Swiss Re, Related, the Miami Dolphins, Gavin Newsom and the U.S. State Department. A documentary filmmaker, Brian has film production credits that include Unfiltered, about Olympic legend Michael Phelps; Secrets of the Code; Si Se Puede and 18 in ‘08. He serves on the Newhouse Advisory Board, the PAX junior advisory board, is a managing director for Generation18 (formerly known as 18 in ’08), and a member of the Jackie Robinson Foundation selection committee. Brian is also a Jackie Robinson Foundation Scholar Sponsor.

Playbooks

While many mobile app publishers have struggled with monetization over the years, there are strong signs that the tide is turning and the mobile app channel has a lucrative future. However, the mobile ecosystem is chock full of bad actors looking to take advantage of legitimate publishers, advertisers, and users.…

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